Reede, 23. august 2013

Ettevõtjad on digi-äri suhtes optimistlikud

Augustis avaldatud McKinsey küsitluses “Bullish on digital: McKinsey Global Surveyresults” käsitleti viit digitaalset trendi: suured andmed ja arenenud analüütika, digitaalne klientide sidumine, digitaalne töötajate ja partnerite sidumine, automatiseerimine ja digitaalne innovatsioon. Täpsemalt uuriti ettevõtete kohandumist ja fookust iga trendi puhul, milline on (ja võib olla) digitaalsete tehnoloogiate mõju ettevõttele ja millised on takistused digitaalsete eesmärkide saavutamisel. Selgus, et vaatamata väljakutsetele, mis on seotud talentide leidmise ja organisatsiooni arendamisega, on juhid digitaalse äri suhtes optimistlikud.  


Juhid ütlevad, et kõik viis digitaalset trendi on strateegiliste prioriteetide hulgas. Kõige kõrgemal kohal neist on klientide sidumine – 56% -l on see vähemalt kümne esimese prioriteedi hulgas. Kõige suuremad on edusammud info järjepideval esitamisel läbi kõigi kanalite ja personaliseeritud või suunatud online pakkumiste tegemisel.

Oma töötajate, varustajate ja partnerite sidumisel on digitaalsete lahenduste kasutamisel oldud palju passiivsemad. Enamasti kasutatakse online lahendusi töötajate hindamiseks ja tagasisideks või teadmiste juhtimiseks. Väiksem osa kasutab lahendusi keerukamate ülesannete lahendamiseks nagu ühine toodete loomine või teadmiste jagamine kogu tarneahela ulatuses.

Suuri andmeid ja arenenud analüütikat kasutatakse järjest enam kõigis ettevõtetes. Uute analüüsivahendite kasutamine on paljudes ettevõtetes prioriteediks ja andmeid kasutatakse otsuste tegemisel, teadus- ja arendustegevuses, eelarvestamisel ja prognooside koostamisel. Suurim osa ütleb, et kasutavad analüüsivahendeid käibe suurendamiseks või protsessi parandamiseks. Kulude kärpimine on prioriteetide seas tagapool.

Protsesside automatiseerimisel on ettevõtted kasutanud digitaalseid lahendusi väga paljude protsesside kvaliteedi parandamiseks (nt vigade kõrvaldamiseks) või uute digitaalsete võimekuste loomiseks (nt kaug-monitooring). Vähesed on automatiseerinud protsesse tööjõu asendamise eesmärgil. 

40% ettevõtetest kasutab digitaalset innovatsiooni olemasolevate toodete või tootmismudelite parandamiseks. 23% ütleb, et loovad ainult digitaalseid tooteid.

Kui küsida ettevõtete juhtide ootusi digitaalsetest trendidest tuleneva kasu kohta, siis on teistele ettevõtetele suunatud ettevõtted optimistlikumad, kui tarbijatele suunatud ettevõtted. See võib tuleneda tarbijate suurenenud ootustest, hindade läbipaistvusest ja konkurentsisurvest, millega tarbijatele suunatud ettevõtted silmitsi seisavad. Kuigi vastajad näevad kõigi viie trendi  väärtust, siis kõige enam loodetakse kasu saada klientide sidumisest. Need, kes kardavad tulude kaotamist, arvavad, et see tuleb nende võimetusest reageerida adekvaatselt klientide muutuvatele ootustele ja käitumisele.

Ettevõtete juhid ütlevad, et kavatsevad palju investeerida digitaalsetesse projektidesse, kuid siin on olulised erinevused maailma regioonide vahel – juhid Põhja-Ameerikas kavatsevad investeerida märkimisväärselt rohkem, kui teistes regioonides (sh Euroopas, mis tavaliselt käib Põhja-Ameerikaga sama sammu). Praegu ütleb ainult kolmandik juhtidest, et ettevõte investeerib digitaalsetele lahendustele piisavalt. 57% vastanutest ütleb, et ettevõte on saavutanud vaid veerandi oma digitaalsest visioonist ja 40% ütleb, et nende „digitaalsed pingutused“ on andnud mõõdetava tulemuse. 

Kuidas edasi?

Leida õiged digi-juhid. Eestvedamine ja juhtkonna huvi on otsustavad faktorid, mis määravad programmide edu või läbikukkumise. (Sel aastal ütles 31% vastanutest, et nende juhid tegelevad digitaalse arenduse algatustega otseselt. Eelmisel aastal oli see näitaja 23%.)

Hallata ootusi. Seada õiged eesmärgid ja säilitada innustav visioon, sattumata samas kõigest digitaalsest ülemäärasesse vaimustusse.


Hinnata talente. Tehnilised, funktsionaalsed ja ärioskused on digitaalsete programmide elluviimiseks üliolulised. (Küsitletud on märkinud, et digitaalsete lahenduste tõelise ärilise mõju saavutamiseks on oluline tähtsus organisatsiooni häälestamisel.)

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